An e-commerce platform charges different prices to different customers for identical goods based on their purchase history and data profiles (personalised/dynamic pricing). Under Indian law, this practice:
- A
Is always permissible as a commercial pricing decision
- B
May be challenged under the Consumer Protection Act 2019 as an unfair trade practice if the price discrimination is based on non-transparent profiling and the consumer is not informed; additionally, it may raise competition law concerns if the platform has significant market power and uses dynamic pricing to exploit consumers
- C
Is always illegal and punishable
- D
Is legal because online platforms have full pricing freedom
View answer and explanation
Correct answer: B. May be challenged under the Consumer Protection Act 2019 as an unfair trade practice if the price discrimination is based on non-transparent profiling and the consumer is not informed; additionally, it may raise competition law concerns if the platform has significant market power and uses dynamic pricing to exploit consumers
Section 2(47) CPA 2019 defines 'unfair trade practice' broadly to include misleading representations and any unfair method that causes loss to consumers. Dynamic pricing based on consumer profiling raises concerns when: (1) consumers are not informed that personalised pricing is being applied; (2) prices are manipulated based on data obtained through tracking without proper consent; (3) the platform has market dominance and uses pricing to exploit vulnerable consumers. The Competition Act 2002 Section 4 prohibits abuse of dominant position, including pricing practices that are exploitative. The Personal Data Protection framework (Digital Personal Data Protection Act 2023) limits profiling for commercial purposes without consent. Transparency in pricing is increasingly required by regulatory frameworks.
Source note: Consumer Protection Act 2019 / Competition Act 2002 Section 4